Primera Launches Volado: A New Tobacco Specialty Store Concept for a Changing Market
The Netherlands is moving towards a smoke-free generation, with new regulations phasing out tobacco sales in supermarkets, and eventually in convenience stores by 2030. Primera, the largest convenience store chain in the country, is adapting with a new concept, Volado, to navigate these changes.
The Need for Change: The Dutch Tobacco Market in Transition
The Dutch government’s Nationaal Preventieakkoord aims to create a smoke-free generation by 2040. As part of this strategy, tobacco sales in supermarkets have already been banned as of mid-2024. By 2030, convenience stores, including well-known names like AKO and Primera, will also stop selling tobacco products. Instead, only licensed tobacco specialty stores will be allowed to sell smoking products.
Primera has recognised the implications of this shift for its business model. With over 540 stores, the chain has become a staple in many Dutch neighbourhoods, offering a mix of convenience products and tobacco. The upcoming restrictions threaten a significant revenue stream for Primera’s franchisees, pushing the company to innovate and explore new avenues.
Introducing Volado: A New Concept in Tobacco Retail
In response, Primera is piloting a new format called Volado. This tobacco specialty store aims to meet the legal requirements while providing a refined and customer-friendly shopping experience. Set to launch in mid-2024, Volado is designed to help Primera maintain its market presence and cater to loyal tobacco customers even after 2030.
The Vision Behind Volado
Primera’s General Director, Christel Teeuwen – van der Pol, explains the rationale: “By 2032, Primera franchisees will have to decide whether to continue as a convenience store without tobacco or transition into a dedicated tobacco shop. With Volado, we are giving our entrepreneurs the opportunity to choose early and learn from this pilot project.”
Volado aims to retain the aesthetic of a high-end shop, with an open storefront and thoughtfully designed interiors. Unlike traditional tobacco stores, which often feature dark, covered displays, Volado’s design includes slightly angled cabinets that hide tobacco products from outside view while maintaining a welcoming, open atmosphere. This setup complies with Dutch laws that prohibit visible tobacco displays while still allowing customers to see into the store. It also contributes to a safer environment for staff, reducing the isolation and risk often associated with opaque shop designs.
Benefits of the Volado Concept
Supporting Franchisees
For Primera franchisees who may struggle without tobacco sales, Volado offers a new revenue stream. The company is conducting three pilot projects to assess the viability of this concept before a wider rollout. This initiative will help franchisees make informed decisions about their future business models, whether they choose to focus solely on convenience products or transition to a specialised tobacco store.
Volado also provides a solution for locations that might lose significant foot traffic once tobacco is no longer available in traditional outlets. By shifting to a tobacco specialty store model, these businesses can maintain a strong customer base, even as the broader retail landscape changes.
the opening of Volado in Kaatsheuvel by the Van Wezenbeek family (picture from LinkedIn)
A Strategic Partnership with British American Tobacco
The launch of Volado is supported by a partnership with British American Tobacco (BAT), a key shareholder in Primera. BAT is funding the investment required for the store interiors, making the transition more accessible for franchisees. The backing of a major industry player like BAT underscores the importance of the Volado concept and its potential to capture a significant share of the tobacco market post-2030.
An Open Design with a Unique Approach
One of the standout features of Volado is its open design, a stark contrast to the traditional look of many tobacco stores. By allowing customers to see into the shop, the concept aims to create a more inviting and secure environment. The slightly angled display cases ensure that while the store remains transparent and open, tobacco products are not directly visible from outside, adhering to regulations. This innovative approach also helps store personnel feel safer, as the clear view reduces the sense of confinement that can come with closed, covered stores.
Future Prospects for Volado
Volado is set to become a viable option for supermarkets and other convenience store operators facing the upcoming tobacco sales ban. With an estimated 35% of lost supermarket tobacco sales expected to migrate to specialty shops like Volado, the concept is well-positioned to capture a significant portion of this market.
The format also allows for a broader range of products, including cigars, e-smoking items, and smoking accessories, as well as lottery tickets and newspapers, but not magazines. This diverse offering helps maintain a steady flow of customers while keeping the focus on tobacco-related products.
Conclusion: A New Era for Tobacco Retail in The Netherlands
As the Dutch government continues its push towards a smoke-free society, retailers must adapt or face declining sales. Primera’s innovative Volado concept represents a forward-thinking approach, giving franchisees the tools to navigate this transition while still catering to the needs of smoking customers. By offering a modern, legally compliant retail experience, Volado is set to become a key player in the future of the Dutch tobacco market.
In an industry facing stringent regulations and shifting consumer behaviour, Primera’s proactive strategy with Volado might just be the blueprint for success in a rapidly changing landscape.
header photo by Distrifood.nl
